Zelnova proposed a charity fragrance created with MEMI, a collective creative laboratory where children take an active part in the process. The strategic challenge was clear: bring in a project with strong emotional and social weight without diluting the A tu aire identity or its credibility.
Before designing, the work went into where the project fits within the brand architecture. We looked at how to bring in purpose without making it an accessory or a bolt-on message. The fragrance had to be a logical consequence of the system, not a symbolic gesture.
The strategy was to treat A tu aire Memi as a coherent extension of the brand, not a one-off. Choosing the scent became a genuinely participatory exercise, involving more than 400 schoolchildren. The winning scent, Sugar, connects directly to the sensory memory of childhood and gives the whole project its meaning.
The visual system and the packaging started from two clear premises: respect the A tu aire language and give the MEMI world room of its own. The design balances both identities without forcing a hierarchy. The candy aesthetic, the illustrations and the MEMI character are handled contemporarily, staying well clear of anything childish.
The result is a project that shows design can be emotional without losing rigor, and that purpose, when it comes from strategy, strengthens a brand instead of fragmenting it. A tu aire widened its territory without breaking its system.
